Measuring brand-related content in social media: a socialization theory perspective

Purpose Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context. Design/methodology/approach A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained...